TAILIEUCHUNG - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 7 - Dwyer, Tanner

Chapter 7 - Weaving marketing into the fabric of the firm. This chapter presents the following content: Components of market orientation, linking customer needs to company capabilities, stages of internal and external partnering, encouraging integration in marketing operations,. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 7 Weaving Marketing into the Fabric of the Firm COMPONENTS OF MARKET ORIENTATION Establish a corporate culture where every employee values their customers Listening to the voice of the customer throughout the entire company Developing superior skills to understand and satisfy customers 7- LINKING CUSTOMER NEEDS TO COMPANY CAPABILITIES CUSTOMER NEEDS LINKS COMPANY CAPABILITIES Inputs by customers through sales, service, information seeking Spanning activities that provide decision-making information Defined by all organization functions OBJECTIVE: TO ALIGN EACH PARTNER’S GOALS 7- Market Sensing Customer Linking Channel Bonding Technology Monitoring Outside-in Process Financial Management Cost Control Technology Development Integrated Logistics Manufacturing/Trans- formation Process Human Resources Management Environmental Safety Health and Safety Customer Order Fulfillment .

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